The Effect of Customer Experience on Brand Image Through Customer Satisfaction: An individual-based Perspective of the Egyptian healthcare industry

This research aims to empirically investigate the influence of customer experience on the brand image with mediation of customer satisfaction in Egyptian private hospitals. The objectives of this research are: to investigate the relationship between customer experience and brand image, to test the relationship between customer experience and customer satisfaction, to investigate the relationship between customer satisfaction and brand image, and to examine the mediation role of customer satisfaction between customer experience and brand image. The methodology used is focused on a quantitative approach utilizing an online survey tool to collect the necessary data and AMOS software for structural equation model analyses (SEM). The study's main findings are that: there is a statistically significant direct effect between customer experience and brand image, as well as a statistically significant direct effect between customer experience and customer satisfaction. customer satisfaction has a statistically significant direct effect on brand image. Finally, the study found that there is a partial mediation effect of customer satisfaction between customer experience and brand image in Egyptian private hospitals.